The Bates network is marking its impending independence from the
Cordiant group by transforming the sales promotion agency it established
in Britain five years ago into a global brand.
The operation, called 141, will become a new subsidiary of Bates
Worldwide and evolve into its principal below-the-line resource.
The 141 agency was formed chiefly in response to the demands of the
network’s biggest global client, British American Tobacco, which has
been forced to explore new media opportunities to sidestep growing
restrictions on tobacco advertising.
As a result, 141 has accumulated a wealth of expertise which will be
used to drive the operation into new markets and broaden its business
Michael Bungey, the Bates Worldwide chairman, said the development of
141 would have gone ahead irrespective of the demerger, but was in line
with his intention to develop Bates into a fully integrated marketing
’This is going to be one of our major growth oppor-tunities,’ he added.
’The amounts being spent by clients on traditional media are
The 141 operation, which claims billings of dollars 200 million, has
offices in 17 countries including the UK, the US and Japan. But plans
are in hand to expand further into Europe and Asia either through
acquisition or start-ups.